We decided to begin entrance to Russian market only with classical flavor: chocolate biscuits with milk filling. There are several arguments for that.
- First of all, we consider launching of the classsical flavor as a pilot project that will show tha general taste preferences of Russian customers.
- Second, we consider it rather dangerous to start launch with the broad product range.
What we are also thinking of - special agreements with such chains as McDonalds and introduction of Oreo-shakes as an option drink in Happy Meal (Burger King as an option). With this product we may increase brand awareness and market penetration:
- Our target audience is "concentrated" in McDonalds and cases of consumption and getting acquainted with the brand perfectly fit our strategy
- Oreo-shakes are already introduced in some chains in Russia (Coffee Shop and T.G.I. Friday's), but their price is not appropriate for positioning for children. We are thinking of making prices for Oreo-shakes more democratic so that more people could get acquainted with the brand
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| Example of Oreo shake in other markets |
I think that's a good idea to start with a classic Oreo and then understand whether the consumers are ready for the Oreos :)
ReplyDeleteI also think that Russian consumers are searching for the new tastes and are ready to try something new. So maybe later Oreo can offer one of its new flavors (maybe not the one with wasabi :) ) like nut cream, mint, watermelon, ice-cream rainbow, lemon creme and so on.
Olga, thanks again for your comment!
DeleteYes, you are right, in order to be the first on Russian market we need to give our customer new experiences
We are going to do it in two ways:
1. We enter to Russian market and create good consumer relationship, to do it we do not need to spent a lot of money, because we are planing to use existing channels
2. After the relationship is created we are going to attract customers with new flavors or something else
But according to our serve our potential costumer are not ready price will be higher than most other cookies, that is why we are thinking to set the average premium price